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Trademark Guidelines


Trademark, Brand, and Marketing Guidelines

Last Updated: February 26, 2016

In order to assist you in promoting the availability of your mobile app through our store, we have established these Trademark, Brand, and Marketing Guidelines (the "Trademark Guidelines"). These Trademark Guidelines are Program Policies for all purposes under the App Distribution and Services Agreement (the "Distribution Agreement"). The Amazon trademarks and logos designated below (the "Amazon Marks") are available for your use in promoting the availability of your mobile app through our store in accordance with the Trademark Guidelines, including these Requirements.


Amazon Badges

The following Amazon badges are currently available for your use. Your use of any of the Amazon badges is subject to the Trademark Guidelines.

US Flag

United States

If you would like to promote the availability of your mobile app in our U.S. store, please use one of the badges found here.

UK Flag

United Kingdom

If you would like to promote the availability of your mobile app in our United Kingdom store, please use one of the badges found here.

Germany Flag

Germany

If you would like to promote the availability of your mobile app in our Germany store, please use one of the badges found here.

Spain Flag

Spain

If you would like to promote the availability of your mobile app in our Spain store, please use one of the badges found here.

France Flag

France

If you would like to promote the availability of your mobile app in our France store, please use one of the badges found here.

Italy Flag

Italy

If you would like to promote the availability of your mobile app in our Italy store, please use one of the badges found here.

Japan Flag

Japan

If you would like to promote the availability of your mobile app in our Japan store, please use the badge found here.

Standard Badge

AU Flag

Australia

If you would like to promote the availability of your mobile app in our Australia store, please use one of the badges found here.

Brazil Flag

Brazil

If you would like to promote the availability of your mobile app in our Brazil store, please use one of the badges found here.


Icons and Other Messaging

If you would like to use a logo or icon that does not include the "Available at" message, please use one of these images:


Device Images

Photoshop (.PSD) files of Amazon device images are available for download here, and can be used in accordance with the Amazon Device Brand Use: Trademark Guidelines. When using these images, please make sure that the Amazon device is shown in its entirety or not at all -- do not overlap other images on top of the device.


Alexa

If you are authorized to develop for the Alexa service, you may use the “Alexa” word mark (and any Alexa badges that may be added to these Guidelines in the future) to promote your product in accordance with these Guidelines.


Linking Instructions

For our U.S. store:

For web-browser based linking, please:

  • Use this link structure: http://www.amazon.com/gp/product/ASINnumber/ref=mas_pm_app_name
  • Replace the bold portion with your mobile app's ASIN (Amazon Standard Item Number) and app name. Please use an underscore (_) to separate the words in the app_name portion, if your title is more than one word. You can find the ASIN on the Product Details section of your mobile app on www.amazon.com/apps.

For in-app advertising or mobile app-based linking, please:

  • Use this link structure: http://www.amazon.com/gp/mas/dl/android?p=com.example.package&ref=mas_pm_app_name
  • Replace the bold portion with the package name of your APK.

For our international stores:

For in-app advertising or mobile app-based linking, please:

  • Use this link structure: amzn://android?p=com.example.package
  • Replace the bold portion with the package name of your APK.

Web browser-based linking for mobile apps for our international stores will be made available following the launch of those stores.

NOTE: With any of these link structures, please test the links before using them to make sure that they direct to the correct page or search results.


Social Media & Blog Guidelines

To post on Facebook, Twitter, blogs, or other online locations about your mobile app's availability through Amazon, please refer to the following guidelines and examples. You may not use any of our badges, logos, or icons when posting on Facebook, Twitter, or any site other than your own website.

For our U.S. store:

If the Android version of your mobile app IS exclusively offered through Amazon:

  • Facebook post example: Car Maintenance Reminder Pro is now available for Android exclusively at the Amazon Appstore for Android (LINK). With this reminder app, you'll be able to track service records and get reminders for of all your vehicles. You'll also be able to monitor fuel costs and understand your gas consumption. Get yourself in gear.
  • Twitter post example: Get Car Maintenance Reminder Pro exclusively from @amazonappstore for Android (LINK).

If the Android version of your mobile app is NOT exclusively offered through Amazon:

  • Facebook post example: Car Maintenance Reminder Pro is now available at the Amazon Appstore for Android (LINK). With this reminder app, you'll be able to track service records and get reminders for of all your vehicles. You'll also be able to monitor fuel costs and understand your gas consumption. Get yourself in gear.
  • Twitter post example: Get Car Maintenance Reminder Pro from @amazonappstore for Android (LINK).

For our international stores:

Social Media and Blog Guidelines for our international stores will be made available following the launch of those stores.


Press Release Guidelines

All press releases that reference Amazon, the Amazon App Distribution and Services Program, Kindle, or our store must be reviewed and approved by Amazon before any publication or announcement is made. Your press release may announce the availability of your mobile app on Amazon (for example, "[Insert product name] Now Available on Amazon.com." or "[Insert product name] Now Available for Fire tablets."), but may not appear to be a joint release with Amazon.

The press release SHOULD:

  • Clearly and accurately describe how the announcement relates to Amazon
  • Clarify your role in our store and with customers
  • Be customer-focused and emphasize a customer benefit(s)

The press release should NOT:

  • Appear to be a joint press release by Amazon
  • Use the terms 'agreement,' 'partners,' 'partnership,' or 'alliance' to describe your relationship with Amazon.
  • Include a quote from an Amazon employee or representative
  • Include any sales projections
  • Refer to your organization as an 'associate' of Amazon.com, as this could be confused with Amazon Associates, our online affiliate program
  • Disclose proprietary information about Amazon, or refer to our stock ticker symbol

Please submit your press release draft in text format via the Contact Us form. Please allow 3 weeks lead time.


Requirements

Amazon reserves the right in its sole discretion to modify the Trademark Guidelines at any time and to take appropriate action against any use without permission or that does not conform to these guidelines. Subject to your compliance with the Trademark Guidelines and the Distribution Agreement, Amazon grants you a limited, revocable, non-transferable, non-sublicensable, non-exclusive, royalty-free license to copy, use and display the Amazon Marks solely on your website and solely as permitted by the Trademark Guidelines. This license will immediately and automatically terminate if you do not comply fully with the Trademark Guidelines or the Distribution Agreement, or if your Distribution Agreement is ever terminated for any reason. In addition, we may terminate the license in whole or in part at our discretion upon written notice (including e-mail) to you. You will promptly remove from your site and stop all use of the Amazon Marks if this license is terminated or if we otherwise direct you to do so. You acknowledge that Amazon.com, Inc. and its affiliates are the sole owners of the Amazon Marks, and you agree to do nothing inconsistent with that ownership. All goodwill arising out of your use of the Amazon Marks will inure to the sole benefit of Amazon.com, Inc. and its affiliates.

If you use an Amazon Mark, you must:

  • Use the Amazon Marks only on websites you own or control or in other online locations we specifically approve in writing.
  • Use the Amazon Marks only to promote the availability of your mobile app(s) in the Amazon store or to discuss your participation as a developer in our Amazon App Distribution and Services Program or your authorized use of our Alexa service.
  • Link any usage of an Amazon Mark (other than the Alexa word mark) either to the homepage of our store or to a detail page within our store relating to your mobile app (unless the Amazon Mark references the Amazon App Distribution and Services Program, in which case you should link to the homepage of the App Distribution and Services Portal).
  • Only use the most recent version of the Amazon Marks available on this page and immediately stop using any Amazon Mark we remove from this page.
  • Use each Amazon Mark so that it appears by itself, with reasonable spacing between each side of the Amazon Mark and other visual, graphic or textual elements.
  • Use only Amazon Marks applicable to the specific Amazon store to which you are linking (e.g., use Amazon Marks designated for our U.S. store only if you are linking to our U.S. store, not if you are linking to any of our international stores, and vice versa).

You must not:

  • Alter the Amazon Marks in any manner, including by changing the proportion, color, or font of any Amazon Mark, or by adding or removing any element(s) to or from the Amazon Marks.
  • Use the Amazon Marks in any manner that implies sponsorship or endorsement by Amazon or otherwise mischaracterizes your relationship with Amazon.
  • Place an Amazon Mark on any background that interferes with the readability or display of the Amazon Mark.
  • Use any Amazon Mark if you do not currently have a mobile app available for sale in our store. If at any time you no longer have a mobile app available for sale in our store, you must immediately stop using the Amazon Marks.
  • Use the Amazon Marks to disparage Amazon, its products or services, or in a manner which, in Amazon's sole discretion, may diminish or otherwise damage or tarnish Amazon or Amazon's goodwill in the Amazon Marks.
  • Use the Amazon Marks any manner not expressly authorized in these Trademark Guidelines, including, without limitation, in any offline manner (such as print or television ads), on merchandise, or embedded or used within any mobile app or other software implementation.
  • Use the Amazon Marks on any website that (a) promotes or contains sexually explicit materials; (b) promotes violence or contains violent materials; (c) promotes or contains libelous or defamatory materials; (d) promotes discrimination, or employs discriminatory practices, based on race, sex, religion, nationality, disability, sexual orientation, or age; (e) promotes or undertakes illegal activities; (f) includes any trademark of Amazon or its affiliates, or a variant or misspelling of a trademark of Amazon or its affiliates, in any domain name; (g) otherwise violates intellectual property rights; or (h) we otherwise notify you is unsuitable.

Using an Amazon Name in the Title of Your Mobile App

If you refer to Amazon or any Amazon product or service (including “Kindle” or “Fire tablet”) in the title of your app, you must:

  • Refer to Amazon or the Amazon product or service only in a way that describes the app’s compatibility or purpose, using words like “for” or “to.” Example: “Tips and Tricks for Fire tablets”
  • Not include any Amazon logo, icon, or image in the icons for your app
  • Not imply any sponsorship or endorsement by Amazon or otherwise mischaracterize your relationship with Amazon
  • Include the following statement in the product description for your mobile app: “This app was not created or endorsed by Amazon.”